This year r2i was proud to co-host a presentation with Adobe at the Seattle Interactive Conference (SIC). R2i's Page Sands and Monica Lay, Senior Product Marketing Manager at Adobe, led a discussion on paid social advertising. Presentation: Paid Social Advertising: Now, Next and What Works Best With the drop-off in organic social engagement between brands and customers, the value of paid advertising has come full circle and is a critical component of a scalable social marketing strategy to reach targeted audiences and make an impact. This session reviews the current landscape of paid social media on the leading social channels, why brands need paid media to reach a target audience and how they can use specific targeting, budgeting and forecasting tools to optimize social media campaigns. - How to leverage the right mix of paid social channels based on audience and objectives - How to navigate the various targeting options on the leading social platforms - How to engage audiences using different content-types - How to use the right metrics to know if your campaigns are working - How to optimize campaign performance to get real business results

1. SEATTLE INTERACTIVE CONFERENCE
Paid Social Advertising:
Now, Next and What Works Best

4. Why are we talking about search in a discussion about paid social?
The early days of search
• Marketers’ dream comes true
• We built it, they came
• Few tools, big results
• Highly targeted, reactive –
Customers flocked to us
• At low cost
Search was brilliant.

6. Why are we talking about search in a discussion about paid social?
The middle years
• Battle for top rankings intensifies
• Fierce competition for keywords
• The age of SEO begins
• Fuzzy metrics
• ROI uncertain
• Enter paid search

8. Why are we talking about search in a discussion about paid social?
Today
• SEOs have tried all sorts of things
• Diminished search experience
• Algorithms (Vince, Panda)
Most brands have to pay for reach and scale
• Brands can’t control search
results
• Paid Search is a multi-billion dollar
a year industry.

10. Current Landscape
Social Marketing Today
• Social reach in decline
• Battle for the newsfeed
• Algorithms control eyeballs
Brands have lost control of who
sees their social content. Sound Familiar?
• Confusing metrics
• If brands build content, consumption is
not guaranteed. This is a problem.
• Enter Paid Social

11. Current Landscape
Search Marketing Today/ Social
Reach in decline Climate Visibility in decline
Front Page Battle Zone Newsfeed
Algorithms Control Algorithms
Keywords Targeting Gender, age, geo
Fuzzy Metrics Confusing

12. Current Landscape
Social Marketing Today
• Followers, retweets
• Fans, likes, comments, shares
• Likes, comments, shares
This model leaves lots of unanswered questions

13. Current Landscape
Who is on my social channels?
Why is it important to know?
How you can find out?
What to do with the information?

14. Current Landscape
How can I reach them?
• Location
• Age, Gender
• Interests
• Behavior
• Education Levels
• Connections
• Keywords
• Interests
• Location
• Gender
• Language
• Devices
• By job title and
function
• By industry and
company size
• By seniority
FACEBOOK TWITTER LINKEDIN

15. Current Landscape
What content is working?
Why is it important to know?
How you can find out?
What to do with the information?

16. Current Landscape
Who is sharing it?
Why is it important to know?
How you can find out?
What to do with the information?

17. Current Landscape
Limitations
The customer journey is not limited to just social channels
Analytics should give deep insight across channels
Multichannel/Full Lifecycle approach to managing the customer experience

19. The future of social advertising
Programmatic
• What does programmatic mean to you?
• Then & Now

20. The future of social advertising
Audience Profiles
• The best audience profile is data-driven
• Utilize a combination of native targeting on
social networks in addition to your
first-party data
• First-party data
• Social network native targeting

21. The future of social advertising
Audience Profiles continued…
3 KEY WAYS OF TARGETING AUDIENCES ON FACEBOOK AND TWITTER:
1. Core Audiences
2. Custom or Tailored Audiences
3. Look-a-like Audiences

22. The future of social advertising
Social Retargeting
Why retarget?
How do you retarget?
What are the use causes?

23. The future of social advertising
Forecasted campaigns and predictive analytics
• A single source of truth bringing data together
• Adopt consistent ad tech and marketing tech
solution
• No single user journey is the same
• Leverage other unique data points such as rich
analytics data as early signals that correlate to a
conversion rate to address data sparsity issues.

24. The future of social advertising
Predictive analytics to inform ad buying
Some company have access to hundreds of
analytics metrics
Identify ones that have a high correlation with
conversion rate and leverage as revenue signals.
This may differ from industry vertical to vertical.
Common revenue signals are:
1. Page views in the first visit
2. Total time spent on multiple visits
3. Bounce rate
4. Total page views across multiple visits
5. Time spent onsite in first visit

25. The future of social advertising
Best practices for targeting in a
multi-channel ecosystem
• Common business objectives
• Leverage customer profiles &
audience targeting
• Segment audiences at scale and test
different levers that influence performance
• Leverage early predictors of performance
using web analytics
• Optimize channels holistically to maximize
digital ROI
• Experiment and iterate

27. Case Studies
Lead Generation for Education client
OBJECTIVE: TEST AND MAXIMIZE FULL POTENTIAL OF 1ST PARTY CRM DATA
Solution: Test overlay of core native targeting
with Look-a-like targeting
Results: Benchmarked against Core native
targeting on Facebook
Click through rate increased +447%
Conversion rate increased +51%
Cost per lead improved 46%
Solution: Look-a-like audiences generated from
Custom Audiences
Results: Benchmarked against Core native
targeting on Facebook
Conversion rate increased +199%
Cost per lead improved by 59%

28. -66%
-45%
-5%
3%
4%
166%
100%
-4%
1%
-14%
-100% -50% 0% 50% 100% 150% 200%
ROAS CPO
Case Studies
Online sales for eCommerce client
LOOKALIKE AUDIENCES
LIKES & INTERESTS
LOOKALIKE AUDIENCES
+ LIKES & INTERESTS
CUSTOM AUDIENCES
WEBSITE CUSTOM AUDIENCES
Custom audiences & other Audience Targets relative to avg. CPO and ROAS

29. 0%
2%
4%
6%
Search Behavior Lifetime Website Custom Audiences Last 60
Days
Search Behavior Last 7 Days
CTR CVR
Case Studies
Online sales for Travel client
ROAS: 5.69 6.64 8.11
OBJECTIVE: DRIVE INCREMENTAL SCALE BEYOND SEARCH, COST-EFFICIENTLY
Solution: Social retargeting through Website and CRM Custom Audiences
Results:

30. Case Studies
Online sales for Travel client
0.41% 0.61% 0.50% 0.56%
1.02%
3.06%
8.25%
9.70%
0%
2%
4%
6%
8%
10%
12%
Engaged Newsletter
Subscribers
High Value Customers Lower Tier Loyalty Program Higher Tier Loyalty Program
CTR CVR
ROAS: 5.69 12.12 15.55 24.85

31. Thank You